MEL ScienceHead of Marketing Communications and Creatives
May. 2019 - Oct. 2021Санкт-Петербург, Санкт-Петербург, РоссияCreated the company’s brand and communications strategy:
For this project, I brought together in-house talent, 3 international branding agencies, and a communications strategist from the UK. We conducted interviews with founders, employees, and customers, did market research, put together MEL’s mission, values, tone of voice, and visual guidelines. Initiated and organized a marketing campaign that broke the company’s lifetime record of sales. Built a team of marketing communications and creatives (Social Media Manager, Community Manager, Designer, Creative Producer):
Hired 3 professionals within 2 months, invented a new team workflow based on Scrum and Growth Hacking methodologies - it made our work transparent for all departments, helped to minimize the number of meetings, and to cooperate while working remotely. Set KPIs, held performance reviews, helped the team plan their goals and professional development. Organized work with outsourcers:
Designers, copywriters, creative agencies, video makers, etc. It helped to diversify our ideas and to speed up the creative production process without overgrowing the in-house team. Launched new lines of work:
- Influencer marketing - at the start brought up to 5% of monthly sales and later grew into a separate department
- Community management - hired a new manager, launched a Facebook messenger bot, achieved 81% growth in response rate and 94% growth in response time. Started to use a social listening service (Youscan) and improved our Trustpilot and FB reviews scores.
